Air Travel Concerns Fuel Chevy's 'Great Rides' Growth

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Chevrolet expects traffic to its 2-year-old Chevy Great Ride Web page to increase 400 percent this month compared to last December, an increase attributed to fears of air travel.

"With some trepidation in the travel industry with people not wanting to fly to their destinations, vacationing has become much more about driving some place," said Steve Smith, vice president of sales and marketing at RSN, the national cable and Web company that hosts the Great Rides site for Chevy. "Nowadays people want to be in control and have the ability to get themselves home when they want to, and because of that the site has become more relevant."

The Chevy Great Rides campaign provides information on vacation travel by car and scenic drives throughout the country. Through its television channels and Web site RSN focuses on promoting and featuring outdoor sports content.

Chevy and RSN began running new television advertisements in November to drive viewers to the page. The ads ran on RSN's 29 network and affiliate channels throughout the United States. A five-minute promotion for the campaign also appears throughout the day on CNN Headline News in Denver; Chicago; Boston; Providence, RI; Portland, ME; and western Massachusetts.


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